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Copyright 2013, Veterinary News Network
Communication Wisdom From Your Client’s Living Room!
Dr. Jim HumphriesAdjunct Professor
Media and CommunicationsTexas A&M University
College of Veterinary Medicine Founder:
Veterinary News NetworkAmerican Society of Veterinary Journalists
Copyright 2013, Veterinary News Network
FamilyKids
CoffeeDonut
Then…Veterinary Medicine
Copyright 2013, Veterinary News Network
JUST REMEMBER..
Kids
Coffee
Cows
Copyright 2013, Veterinary News Network
How’s Your Dad?Something To Drink?
Then…Veterinary Medicine
Copyright 2013, Veterinary News Network
WHERE DID VETERINARY MEDICINE BEGIN?
HOW DID WE BECOME SUCH A BELOVED PROFESSION?
WHAT IS HAPPENING TO OUR PROFESSION NOW?
Copyright 2013, Veterinary News Network
Where is Veterinary Medicine Today?
15 Minute AppointmentsMore Tech Time = Less Face Time
More Technology = Less TouchMany More Disconnects (Barriers)
Decreased Levels Of Trust AndRelationship
Decreased ComplianceDecreased Satisfaction (Yours and
Theirs!)
Copyright 2013, Veterinary News Network
What Are The ProblemsWith The Current Model?Practice Management Consultants (mostly from outside our profession) have pushed us into human medical models of business efficiency.
This has created real problems
Just look at human medicine…
Copyright 2013, Veterinary News Network
This is HUGE with Physicians!
Studies Show Real Problems:
Aging Patients Return To
Hospital, Lack Of Self-care,
Increased Medical Costs – Even
Deaths!
Copyright 2013, Veterinary News Network
This Should Get Everyone’s Attention
Copyright 2013, Veterinary News Network
Vicious Cycle Of Poor Communications
AndPoor Delivery Of Care:
3.5 Hrs./Day = Busy WorkResult Of Poor
CommunicationsMore Time Communicating =
Less Time In Busy Work!
Copyright 2013, Veterinary News Network
Physicians:
69% of MD’s interrupt the patient within 18 seconds!
Once this happens, only 2% complete information.
What is your most important diagnostic tool?
treatment tool?
Copyright 2013, Veterinary News Network
Pediatricians:
The Pediatrician-ParentChild Relationship Is Very Similar
To The Veterinarian-Client Relationship!
The Two Most Important Factors:1.Parent’s need for answers2.Positive behaviors; kindness, care, warmth, taking them seriously
Copyright 2013, Veterinary News Network
Pediatricians:
Highest Patient Satisfaction Is When The Physician Will
Relate. Be Social, Positive, Attitude of Partnering, Good Non-verbal
ActionsEye Contact“Real Listening”
Empathy
Copyright 2013, Veterinary News Network
Parents Want THREE Things:
1. To Be Asked Opinion2. To Be Respected3. To Be LISTENED To This indicates the parent feels NO
permission to be involved in the care.
If we don’t do this, there are few follow up questions… and care suffers.
Copyright 2013, Veterinary News Network
Communication Has ADirect Effect On
Patient Outcomes:
1. Increases Compliance2. Compliance Improves Patient
Health
Lack of Empathy = Poor Compliance = Patients Who Are Dissatisfied with Treatment = Failures = Deaths!
Copyright 2013, Veterinary News Network
WHAT IS THE Most Important Diagnostic
Tool You Have?
Copyright 2013, Veterinary News Network
The Meeting Of Two Experts1. Biomedical data2. Lifestyle and Social
Component
Copyright 2013, Veterinary News Network
Case ReportPat and Heidi
Called for simple RV boosterLifestyle and Social Factors: Photos of Son Killed in Afghanistan,Recently divorced, small apartment, very stressedShe has several medical problems, distractedBio-Medical Factors: Severe Dental Disease, Murmur, Bad DietLoves her pet, but money and family stress has blocked careReports previous DVM only focused on the teeth and only
remembered a $200 quote (probably from CVT), did not want to talk about it.
Action: Talked, Listened, Active Caring, Took Time To Understand, Oral Health (ATP) discuss her impression. What was our outcome?Our follow up: In two weeks called only to see how she was. She schedule ATP, and cardiac workup……………..
Caring ComesBefore The Care!
Copyright 2013, Veterinary News Network
Living Room Offered Communications Clues
Use That To Build Relationship Be More Relaxed, More Personal… This Accelerates Trust… Increased Acceptance and
Compliance… Successful Outcome on Several Levels Without This What Would Have Been
The Outcome?
What Is The “Wisdom” Here?
Copyright 2013, Veterinary News Network
Built A Relational Foundation Which Developed Trust
Builds for the Long TermGenerates Referrals
Second Pets / NeighborsWe Passed The “Gatekeeper”
We Got To Practice Good MedicineWe Have A Client For Life
WHO HAS TIME FOR THIS?
What Happened?
Copyright 2013, Veterinary News Network
The Dog NEVER Has
The Money!!
Copyright 2013, Veterinary News Network
The Dog NEVER Has
The Money!!
Copyright 2013, Veterinary News Network
Severe
Coccidiosis
Puppy Mill
Severe Dental Disease
Family
Problems/Neglect
Megaesophagus
Retired Military Dog
In HospiceRenal Disease
Failing – In Hospice
These Are The “Gatekeepers” To Care
Copyright 2013, Veterinary News Network
$8,000
These Are The “Gatekeepers” To Care
Copyright 2013, Veterinary News Network
The DELIVERY of Your CareDepends on:
____________________?RELATIONSHIP
1. Engage2. Empathize Caring
Comes BEFOREThe Care
Copyright 2013, Veterinary News Network
1.Engage2.Empathize
To Open The Gates
Relationship BasedCaring Begins, Then…
3.Educate4.Enlist
Copyright 2013, Veterinary News Network
1. Engage2. Empathize Caring
Let’s Try This
Find Out Something about me..
What Did You Find Out??
What Did You Find Out??
What Did You Find Out??
What Did You Find Out??
What Did You Find Out??
Copyright 2013, Veterinary News Network
What Did You Get? What About The Dane? How will you use this to build a
relationship with me? What will you do to make me
want to come back?
Copyright 2013, Veterinary News Network
Relationship BasedCare (RBC)Leads To
COMPLIANCE
Relationship Based Care:
Is REAL (not contrived or forced)It’s PersonalA Joint VentureIt is slowed downBased on Past ExperienceBE interested in PeopleBeware of Information Overload
Copyright 2013, Veterinary News Network
Can you build a Relationship with Betty?
What Communications Clues Are Present In A Home That Are Not In The Exam Room? Pictures of family and pets Piano Type of home Pet items in the home Memorials for previous pets Books on the coffee table Hobbies / interests Magazines etc.
Clues From The Living Room
How Can You Discover These Clues In The Clinic?
Alert all staff to LISTEN to clients when they come in (and let you know)
A place on client form for hobbies, activities
Watch the community papers Family events or milestones Town events and politics Animal news local and national Weather
Copyright 2013, Veterinary News Network
WHICH LEADS TO:Diagnostics / PreventionDelivery Of Your Good Care
Acceptance Of NutritionUse of Technology Successful PracticeJob SecurityAdvancementProfessional Satisfaction
Copyright 2013, Veterinary News Network
The Communications Gap
MobileSocial
AuditoryVisual
Research
Face-To-Face
Relaxed Time
Needs to Know
Direct
Copyright 2013, Veterinary News Network
DVM Class of: 40-60’s 70’s-86 87-99 00-17 2018…Number In Workforce: 44M 77M 52M 78M ?
Gen Y
Copyright 2013, Veterinary News Network
You Will Face Even New Challenges
Copyright 2013, Veterinary News Network
Copyright 2013, Veterinary News Network
Like.. “iPosture”
Relationship also Decrease in StateBoard Complaints
Up To 80% of ComplaintsCome From Breakdowns
In Communications!
POOR LISTENING SKILLS:
A Sure Block To Relationship!“My doctor does not care”
Cited in a large percentage of medical negligence cases as a major reason
people take legal action.
15 minute appointment slots??
Copyright 2013, Veterinary News Network
Your Special Challenges
Practice Voice to VoiceFace to Face!!
Practice Engaging!!
You may not be good at reading non-verbal signals. Can cause problems in practice.
SO….
Copyright 2013, Veterinary News Network Your Future Clients
Because Society Is Learning To Become MORE Disconnected, and Veterinary Practice Has More
Barriers… You Must Learn To Connect!
Copyright 2013, Veterinary News Network
What Do We Do?
Practice Voice to Voice
Practice Face to Face
Practice Eye Contact
Practice Engaging
Practice Listening (generous, real)
Practice Ignoring The Phone
Practice Personal Questions
Copyright 2013, Veterinary News Network
Why should this matter if you are an employee?
As a new grad / Associate: If you have this attitude, you will forever
have a “job” and not a career! Practice Owners will see and evaluate your
communications skills in the interview They are looking to HIRE these skills I am the CEO of ME! (P4P) You don’t work for a practice, you
work for yourself and your skills and deep understanding of relationships – stay with you all your life.
Copyright 2013, Veterinary News Network
How Do We Judge ProfessionalCompetency Today??
We have NO good measures Therefore your dress is a major non-
verbal communicator.
Remember you are going from a university environment to private business
--------Here is What Will Change------“Practice Owners tell you what to
do” White coat, name tag, call by names and
titles, consult jacket, etc.
Copyright 2013, Veterinary News Network
REMEMBER: RBC
THE BEST VETERINARY PRACTICE ADVICE I CAN
GIVE YOU IS:
LEARN TO ENGAGE CLIENTS
FOR CARECOMPLIANCESATISFACTION
Copyright 2013, Veterinary News Network